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Neoliberal Progressive Branding Concept Map

>Individualism
> Identity
> commodity
> branding
>denial of allocentrism
>individualism allows for
competitive norm
>individual over collective
>individual identity over
collective identity
>more identity = more meaning
>endless self improvement
>oppositional self image
>competing against others' self improvement
>competition propels demand for
progressive branding
>identity dictates what is consumable
>values become choices
>choices become consumable
>individual responsibility
forces populations to develop
themselves
>commodification of identity,
ideology & ethics at the root
of neoliberal progressive
branding
>consumption as a means
of critique
>consumption as a means
of critique
>individual responsibility
leaves no option but to be heard
through spending
>consumption as means of critique
limits possibilities
>illusion of choice
through consumption
>market competition enforces
privatisation of public services
>privatisation of equality
>competition enforces market governance
>little place for democracy
>market competition creates a
precariousness of value for
commodified movements
>illusion of choice
=
>limitation of possibility
lack of democratic state power
=
privatisation of public services
>dispossession of at-risk groups
forces them into a state of precariousness
>pushed into desposability
Neoliberal Progressive Branding
Self-enclosed Individualism
Competition
Self-appreciation / Enterprise
Disposability
Dispossession
De-democratization
Disimagination
Status Quo Stories
Commodification / Consumption
Identity
Demand